Take 5! Spa Management

1 Billion People live on less than $1 a day.

www.SpasForCare.org

Take 5!Improving your spa starts with the manager.

Keith West-HarrisonKeith West-Harrison became the CEO – Chief Enrichment officer of Spa Enrichment Strategies after successfully owning Spa Business Solutions and a top-rated New Orleans day spa. He really wanted to provide more personalized and motivational coaching for his clients.

Keith West-Harrison is a nationally respected and sought after motivational coach and trainer on wellness and healthy living standards. No one connects better with spa professionals than Keith! The consummate industry expert, he shares wisdom while enhancing self confidence for everyone in his therapeutic training sessions.

An accomplished esthetician since 1989, Keith has remained focused on blending 5,000 year old Native American, African and auyervedic benefits into new systems that will enhance modern wellness practices. His studies in world wellness rituals earned him a Doctor of Divinity degree.

In the spa world, Keith is also respected as a “Master Retail Magician.” He trains spa owners, therapists and staff team members on how to be financially successful as well as emotionally satisfied in their careers. Known for his inspirational, motivational, fun and entertaining presentations, Keith teaches his unique client-first customer service techniques in spas and at professional trade shows across the globe. This proven approach teaches spa owners and their professional teams how to realize a 300% increase in their retail sales!

Keith West-Harrison

Retail Sales Results and $750 Celebrity Facials

Why CARE? 1 billion people live on less than $1 a day 3 billion live on less than $2 a day 1.1 billion lack access to clean water 115 million school aged children not enrolled 40 million living with HIV / AIDS 29,000 children will die today from preventable disease…like diarrhea

A Day Spa is a BUSINESS

• A business is a financial investment• A financial investment needs to increase in value

in order to be worthwhile• For it to increase in value you must eventually

earn more than you invested• How much do plan to earn from your investment?• How long will it take and how much work will your

investment goal require?• Your day spa plan must reflect your investment

goals, not vice versa

Spa Management

Anyone who has had even brief experience in spa management will be an expert in reciting the challenges the position brings

• unreliable employees, • weak sales, • customer retention• employee retention

1: Support the right Business• Facial treatments offer the best

opportunity for maximizing each client appointment

• Makeup services/products extend facial client relationship

• Massage treatments are the fastest building, but low in retail

• Nail services build quickly, but are low in profit and retail

• Body treatments are slower sellers and require specialized facilities

• Design treatments for time and product cost-efficiency!

Facials

Massage

Nail Services

Body Treatments

Teeth Whitening

Spa Business Concept

• Select a “niche” you can specialize, and become known as the best in—avoid the “total concept” trap!

• Focus on services that have a strong demand, easy upgrade potential, and a proven retail link

• Spend more money on employee training than on gadgets, amenities, and advertising

• Don’t be the only one in your category—be the best one in it

The Best-selling StandardsThese are the “must haves” on

most spa menus:

• Classical esthetic treatments*

• Massage therapy

• Traditional manicure/pedicure

• Face and body waxing

• Body polish and wrap

*Services with strong retail potential are

always your best bet!

2: Build the right Team

Common Characteristics of Spa ProfessionalsMany are “amiables”:

• prefer to follow, not lead• wants to be liked by everyone• dislikes confrontation• won’t readily speak their mind• says yes when they mean no• low-assertive

Attachment to routine (safety):• may attempt to inhibit change within the spa, even those that would benefit them• may look for what’s wrong with an idea instead of what’s good about it• unrealistic earnings and client-growth expectations (thank you, beauty and massage schools!)• may challenge managers lacking their professional credentials

Self-esteem deficiencies:

• many ADD and dyslexia sufferers• reading and comprehension difficulties• confidence problems• poor self concept (believes others see their diminished value too)• defensive, hypersensitive (will build a philosophy to protect the easily injured self)• inflated sense of entitlement• fearful, prone to conspiracy theories, mistrust of management’s intentions, swayed by the opinions of disgruntled coworkers• can possess a “victim” mentality which generates a high rate of accident, illness and personal crisis

Desirable Employee Qualities• Retail or service background, especially in food service,

education, or a medical environment• Stable, long-term employment record• History of volunteer service• Good sense of humor—test it!• Positive sense of self• Appreciated former employer, and tells you so• Enjoys shopping!• Prefers books over movies• Always choose character and personality over experience

and present technical skill

The Top 5 Values of Spa Employees1. Education: They want to learn new things

2. Recognition: Do you appreciate me? (self-esteem requirement)3: Career growth and opportunity: No one likes a dead-end job4: Security: Am I safe working here?5. Money: What attracted me to this career? (yes, money matters but what happens until I can earn it?)

3: Enforce the right Standards

Evaluating Performance• Retention• Referrals• Retail Sales• Attendance & Punctuality • Job productivity & Skills• Customer Satisfaction• Teamwork & Cooperation• Personal Presentation• Current Licensure

Financial Losses from Not Rebooking

Frequency

Annual Sales

Including 15% Tip

Estimated Losses

4 Week Rebooking

$1300 $1495 none

6 Week Rebooking

$867 $997 -$49833% lost!

8 Week Rebooking

$650 $748 $74750% lost!

One client rebooked consistently for a $100 service:

Financial Losses from Not RebookingFinancial impact of 8-week scheduling for one practitioner who does 15 treatments per week:

Frequency

Annual Sales

Including 15% Tip

Estimated Losses

4 Week Rebooking

$78,000

$89,700 none

8 Week Rebooking

$39,000

$44,850 $35,88050% lost!

Attention spa owners: Try multiplying those losses by the

number of therapists you employ. It’s a huge financial leak!

You Must SHOW, Not Tell!• Don’t expect employees to learn

by reading or memorizing spoken instructions. You have to demonstrate what you want them to do. Memos are quickly forgotten.

• Don’t rely on verbal assurances that your instructions are understood. You must test for quality and retrain as needed.

• And always, always lead by example. They are watching YOU, and will do as you do.

4: Make the right Connections

The Value of Asking for Referrals

• Generating word of mouth referrals is the least expensive form of marketing you can do.

• Each customer that refers new business to you will send an average of five new potential customers.

Customer Evangelists

What is Customer Evangelism?

“When customers are truly thrilled about their experience with your product or service, they can become outspoken ‘evangelists’ for your company. This group of satisfied believers can be converted into a potent marketing force to grow your universe of customers.”

www.CreatingCustomerEvangelists.com

Recognize Your Customer Evangelists

• Are social influencers & connectors• Sincerely believe in you• Are loyal to you and return often• Build buzz and sing your praises• Passionately recruit new customers for

you• Give you new ideas for products and

services• Connect you to people you wouldn’t

otherwise meet• Feel loved & want you to feel it, too!

5: Envision the right Future

Emerging Service Opportunities

• Mind/body treatments• Cellulite programs• Weight management• Makeup services• Nutritional guidance

A Tough SellThe still unknown or unproven:

• Vichy shower• Hydrotherapy tub services• Off-brand cellulite devices &

treatments• Men-only events• Small-scale fitness programs• Tiny hair salons• Juice bar or in-house café• Clothing/accessories boutique

Avoid Investing in Unproven Services • Who wants the service you want to

offer? Would you?• Beware of the sales pitches of spa

equipment manufacturers in ads and at trade shows

• Don’t buy new products, equipment or add new services simply because your employees request (or demand) them

• Create your own new treatments from existing resources

• Offer seasonal service specials that your employees help you to design

yoga roomyoga room

face lifting deviceface lifting device

hydro massage hydro massage machine, tubmachine, tub

Your Coaching Assignment

Self-inquiry:Which of the 5 areas are

you least developed in?

Action to take:Each week take a task

and create a plan to improve in that area. Write it down and track it!

We’d love to hear from you.

Keith West-HarrisonKeith@SpaEnrichmentStrategies.com

Telephone:(800) 884-1656

Website:www.SpaEnrichmentStrategies.com